The Research Of Brand Evaluation And Purchase IntentionThrough Promotion In Different Channels
碩士 === 國立中興大學 === 行銷學系所 === 98 === Abstract The main purpose of this study was to analyze tools which can effectively promote instant noodle without hurting brand image. Also, this research studied which promotion packages and channels were more effectively accept by consumers. There were 501questi...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2010
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| Online Access: | http://ndltd.ncl.edu.tw/handle/11123126239593916982 |
| Summary: | 碩士 === 國立中興大學 === 行銷學系所 === 98 === Abstract
The main purpose of this study was to analyze tools which can effectively promote instant noodle without hurting brand image. Also, this research studied which promotion packages and channels were more effectively accept by consumers.
There were 501questionnaires collected. Different buying behaviors were analysis. The results shown that convenience store presented the highly branding appraisal. Also, consumers were more accepted the multi-package or combination package in convenience store than those who in the hypermarkets. On the other hand, consumers were more intensive purchase when the hypermarket combines with price and packaging tactics of promotion strategies.
Finally, this research developed suggestions which can provide the long-term profitability for the current noodle marketers.
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